Specialized offerings must focus intensely on what is core to their differentiation, which means that spending anything on context dilutes their ability to scale their value and size. As a result, companies taking this path must look to leverage existing systems and players wherever they can. This requires a whole host of “silent” partners and allies, totally necessary to the whole product, economically aligned with, in this case, Rocket Fuel’s value proposition, but not able or willing to actively engage in a lot of partnering activities.
